Definition

Average Revenue Per Any Subscriber (ARPAS) measures the average revenue generated from any subscribers, including both paying and free-trial users. This includes total revenue from subscriptions and non-renewing purchases.

One of the main goals of any mobile business is to maximize revenue. ARPAS is a critical value for understanding the revenue potential of your subscribers.

Knowing the ARPAS of different groups of users allows you to optimize your marketing efforts and focus on high-performing user acquisition campaigns. ARPAS-driven measurement helps identify which media sources bring the top-paying users and which are underperforming and should be stopped.

Understanding who your high LTV users are can help you find more like them through lookalike campaigns, leading to increased total app revenue.

Segments

Segment By

There are various segments that can be applied to the chart: Installation Period (segment by day, week, month, quarter, or year), product, paywall, country, platform, etc.

Calculate using Sales or Proceeds

You can choose whether to calculate ARPAS using Sales (after refunds) or Proceeds (after refunds, store commissions, and VAT).

Cohort Period

Default value - Max. This indicates the number of days (0-365) or Max (no limitation). Day 0 is the first 24 hours from the moment a user installed the app. Day 1 is the next 24 hours, and so on.

This setting can be used to understand the average revenue up to the Nth day of a user's life. This helps estimate when paid installs are paying off. For example, if ARPAS for new users by Day 3 is $0.1, this means that an average subscriber brings $0.1 by the end of the third day of their lifetime.

Additional Example

For instance, if there are 200 new users that installed that app within the selected period, and 80 of them (including those on free trials) have made purchases totaling $160 by Day 7, ARPAS by Day 7 would be calculated as follows:

ARPAS = Total Revenue from Any Subscribers / Number of Any Subscribers

ARPAS = $160 / 80 = $2

This means that, on average, each subscriber brings $2 by the end of the seventh day of their lifetime.